Over the last two years the consumer foods market has shifted toward a desire for healthier foods. The product manager of a breakfast cereal company designed a new healthier cereal but was uncertain how it would be received by the market. Josh, the plant’s marketing director, conducted a focus group of existing and potential customers to observe their responses to the new cereal. In order for the information from the focus group to be most beneficial for the company, what must Josh discover about the customers’ feedback?

a. the perceptions of benefits

b. what holds the greatest value to them

c. the financial cost of the product